New Survey and UK Campaign Offers Hope to UK Sheep Farmers
A national survey of meat-eaters across the UK has highlighted strong consumer confidence in British lamb, which comes as great news for UK sheep farmers, who are still struggling due to the Summer’s export ban.
More than 70% of the meat eaters surveyed* said they would like to eat lamb more often for Sunday lunch, and 93% of respondents said that the recent media coverage of trouble in the meat industry had not put them off eating meat*.
The organisation responsible for the promotion of Welsh red meat, Meat Promotion Wales, commissioned the survey, and argues that it is critical that Britain now puts its money where its mouth is and gets behind its local farmers and eats more lamb.
UK Sheep farmers have been badly hit by the export ban on lamb throughout the Summer, resulting in an extra 1.1 million lambs on the domestic market from Wales. The Welsh lamb market accounts for 30% of the UK lamb market, and Welsh Sheep farmers are facing a particularly bleak mid-Winter.
A national campaign is now being launched by Meat Promotion Wales to highlight the safety and quality of home produced meat, and encourage more people to eat local lamb. Activity in Wales includes the launch of a buywelshlamb.co.uk website, where Welsh lamb fans can download campaign posters and seasonal recipes, and a Buy Welsh Lamb roadshow will be taking place across the UK from 30th October and throughout November.
Gwyn Howells, Chief Executive of Meat Promotion Wales, explains:
“British Lamb is a national treasure – where would we all be without a lamb roast - so everyone in the UK needs to show their support for our farmers by eating more lamb. In the case of Wales, about a third of the lamb reared in Wales is exported to Europe, so we’re saying that if everyone in the UK eats twice as much lamb as they usually do before the end of the year, Welsh Lamb farmers may just stand a fighting chance of recovering from the export ban.”
TV Chef Matt Tebbutt owns a restaurant in Wales and is avidly supporting the campaign. He said: “This must be one of the most practical campaigns in recent years to promote the best of home-grown produce, notably great British Lamb. Very simply by eating more British lamb, everyone can show their support for the thousands of Sheep farmers across the UK. Welsh Lamb farmers in particular strive year in year out to produce high quality lamb with a deserved international reputation.”
